Modern Marketing : Transforming How We Sell

Marketing is currently all about brand management and advertising, but this model is quickly transforming into a more subtle and complex endeavor.

Consumers: more engagement, less loyalty

  

Given that there is much more data available for better targeting, segmentation, personalization, and analytics within reach of very business changes the dynamics of marketing. For example, largely driven by mobile, digital-media spend now outpaces TV- ad spend. With all that said, consumer loyalty is declining and competitors are only one click away from your customers. 

So, more data, more digital, more mobile, more opportunity, but less loyalty.


Today's marketers must drive and be accountable for revenue growth, delivering ROI on every marketing and promotional dollar. Their role is morphing to brand protector and overseeing of the constant improvement of the end-to-end customer experience (CX). 

Responding to what the market is communicating in a very agile and swift fashion, consumer connection at the emotional level, messaging and imagery, personal engagement, are all very relevant particularly given the trend of the less loyal customer.



Every business MUST improve their end-to-end customer experience - as competitors are only a click away.

Allocating marketing dollars between spending on digital media, data analytics, and building its martech stack vs. spending on creative copywriting, design, ad campaigns, and other traditional modes is now the norm. Today, very business should be thinking about having an always-on marketing campaign. 

Going forward, for all businesses the accelerant will be based upon being and not doing. Being agile and creative not doing creative one-offs. Being CX not doing CX. 

Jim Lavorato, Founder & Principal
Fund-House Ventures / 4M Performance
fundhouse.us